parasocial

Parasocial describes one-sided relationships that audiences form with media figures. The term and its core concept, parasocial interaction, were introduced by Donald Horton and R. Richard Wohl in 1956 to explain how viewers develop the illusion of real social connection with actors, newsreaders, or other public personas despite no reciprocal relationship. Parasocial experiences arise from repeated exposure, narrative continuity, and the perceived accessibility or persona of the figure.

Parasocial relationships are typically asymmetrical: the media figure does not know the observer, yet the observer may feel understood, trusted, or emotionally invested. People form these bonds through cues such as voice, facial expression, and consistent on-screen presence, as well as perceived similarity, warmth, and admiration. These bonds can resemble friendship and provide companionship, entertainment, or guidance, especially during times of loneliness or stress.

Researchers measure parasocial engagement with scales that assess perceived friendship, trust, and involvement with a media figure. Parasocial ties can influence attitudes and behaviors, including preference formation, political opinions, and consumer choices. Benefits may include social support, motivation, or stress relief, while drawbacks include inflated expectations, disillusionment when the figure errs or changes, and the risk of excessive investment or stalking.

With modern media ecosystems—social platforms, livestreams, podcasts, and algorithmic feeds—parasocial experiences are more persistent and interactive than before, though still inherently one-sided. The rise of influencers and micro-celebrities expands the scope of parasociality beyond traditional celebrities. Scholars examine how these relationships affect mental health, media literacy, and fan cultures, highlighting both constructive engagement and potential social or ethical concerns.